SEO Case Study: The Forrest Centre
Client: The Forrest Centre
Service: SEO Audit & Optimisation Strategy
Why Organic SEO Matters for Aged Care Audiences
When it comes to aged care, decisions are rarely made lightly—or quickly. Families often spend weeks or months researching providers, comparing services, and reading reviews. Many of these users are adult children of ageing parents, searching on behalf of loved ones, often during emotionally charged times.
Organic SEO ensures your website appears when and where they need it most—in local Google searches, using natural language like “in-home care Tumut” or “dementia support Wagga.” By investing in organic SEO, aged care providers build trust, answer critical questions early, and appear credible at the exact moment someone needs their help.
The Brief
The Forrest Centre—a trusted provider of aged care and home care services across regional NSW—engaged us to boost their online visibility and performance. With growing competition and an ageing population increasingly searching for care services online, they knew being discoverable on Google was critical.
Their goals were clear:
Increase organic traffic to the website
Improve Google rankings for location-specific and service-based keywords
Results at a Glance (Dec 2023 – May 2025)
👥 +2,000 users year-on-year
📄 +3,000 pageviews
🔝 43/43 target keywords ranked in Top 10 (40/43 in the Top 3)
🥇 9 keywords ranked #1, with 40 of 43 keywords improving since the audit began
More importantly, top-performing pages weren’t just the homepage. Location and service-specific pages were pulling weight—just as we planned.
Keyword Highlights
The audit focused on high-value keywords like:
“Home care Griffith”
“Aged care packages Wagga”
“Dementia care Wagga”
“In-home aged care Tumut”
Technical SEO Fixes
A comprehensive technical audit revealed key areas for optimisation:
✅ Completed
12 new location pages created to capture local searches
Improved internal linking structure
Checked and fixed image alt tags
Solid schema markup, meta tags, canonical tags and site architecture
Off-Page SEO and Link Building
Current backlink profile:
Domain Authority: 19
259 inbound links from 51 domains
Top links from: NSW.gov.au, Daily Advertiser, Foursquare, Wayahead.org.au
Link building strategy proposed (Stage 3):
Outreach to local media and aged care resource directories
Guest posts, partnerships, and social shares
Stronger use of Instagram and YouTube (Facebook already active)
Blogs to be amplified via social to build backlinks naturally
Monitoring & Next Steps
We’re continuing to monitor performance via:
Google Analytics
Search Console
Moz
Screaming Frog
PageSpeed Insights
Quarterly reports track progress against keyword rankings and page performance.
Next up:
🧹 Stage 3 – Page speed improvements
🔗 Backlink outreach rollout
✍️ New content creation focused on priority keyword gaps
Key Takeaway
SEO success isn’t a one-click fix—it’s strategy, structure, and sweat. But with the right foundations in place, The Forrest Centre has seen measurable growth in traffic and keyword performance, and is positioned well to dominate regional aged care search terms into 2025.
